May 25, 2017

Okhai partners with Tata iQ to deliver big impact through big data

In line with the Tata group’s philosophy of giving back more to the society than what it takes, Tata iQ, Tata group’s big data and decision sciences company, has partnered with Okhai – Magical Hands, Mystic Colors – on a unique initiative to empower rural artisans through big data and analytics. Through this innovative approach to corporate social responsibility (CSR), Tata iQ is leveraging data science for social good, thereby extending its time and effort for creating a lasting societal impact in partnership with Okhai, which is a not-for-profit fashion and lifestyle brand focusing on women empowerment through capacity building and livelihood generation in rural India.

Okhai is a coveted brand that offers its handcrafted range of women’s apparels and accessories through various retail and online channels. This engagement endeavours to enhance the brand’s online presence by leveraging cutting-edge analytical solutions for improving site performance, enhancing social engagement and sentiment, optimising operations and improving the digital marketing channel effectiveness. The insights garnered through analytics efforts will also help Okhai explore alternative channel for customer acquisition while also providing insights on the integrated communication through different channels. The end goal of this one-of-its-kind partnership is to apply the science and art of data analytics and measurement to help showcase the capabilities of rural women to the wider audience across the spectrum of digital properties and, hence, bring sustainable stream of income to the rural women, which will empower them and improve their standard of living.

It was in December 2016 that the two organisations joined hands in this noble mission of empowering rural women and since then the partnership has gone from strength to strength, achieving significant results for Okhai. Speaking on the partnership, Kirti Poonia, head, Okhai, said, “For our every dilemma, be it targeting customers online, defining product attributes or social media effectiveness, Tata IQ’s solutions were always very impressive and quickly actionable. The team is extremely talented and always goes that extra mile for Okhai. We are so happy that they are with us in this journey to empower rural Indian women”.

Visibly excited about the engagement, Deep Thomas, CEO, Tata iQ, said “Our commitment to corporate social responsibility is ingrained in our company’s culture. After considering various volunteering opportunities around CSR, we realised that the best way we could probably bring a difference to our society is by contributing in ways we are passionate about – through data and analytics. And, today, it is indeed immensely gratifying to see that our analytics efforts are making a positive impact on the livelihood of Okhai women”.